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《商务英语写作》 Business English Writing LECTURE ONE. Contents A Brief Introduction to...
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Transcript of 《商务英语写作》 Business English Writing LECTURE ONE. Contents A Brief Introduction to...
《商务英语写作》
Business English Writing
LECTURE ONE
Contents
A Brief Introduction to BusinessEnglish Writing
Principles of Doing Business Writing
Process of Business Writing
Parts of a Business Letter
3
1
2
3
4
Schoolwriting
6
Introduction
Teacher
To assign a topic or
theme
To see how well
students have learned
about their course
Students
Based on the amount of
knowledge and language
within a period of time
To show the knowledge
and language skill into
a limited space
What to write?
How to write?7
•Need the information but cannotspend much time reading
To communicateinformation
Efficiently Effectively
Unknown and largely newto their readers
writer
Real Intention
reader
Clarity
Courteousness
Completeness
8
Principles of business writing
Correctness
characteristics
Conciseness
Clarity
picturescharts
Use statistical data instead of general words to makeyour information more concrete and convincing
Use of facts, examples, and visual aids
Word choice
Choose short, familiar, and conversationalwords instead of long, unfamiliar ones.
Sentence and paragraph construction
Use short sentences and paragraphs insteadof wordy sentences and lengthy paragraphs.
tabulations
clearness
These breaks stop a 2-ton car within 240 feet.
Theses breaks stop a car within a short distance.
9
e.g.
Don’s say
Substantial
For the purpose of
Domicile
Due to the fact that
Say
soon
If
Often
Since
Word choice
Say
Big
For
Home,house
because
informal
Don’t say
at an early date
In the event that
In many cases
For the reason that
formal
We will write to you at an early date.
In the event that we cannot meet the deadline, we will refund your money.
10
Correct text
Appropriatevocabulary
Words you use mean what theyare supposed to be
Check accuracyof names, figures
and facts
11
Correctnessgrammar,
spelling andpunctuation
Accuratesentencestructure
Grammar usage
Probable reactions to the writing
Courteousness
Considerreader
12
Readers’’needs
Readers’’problems
Readers’’circumstances
Readers’’desires
Readers’’emotions
Probable reactions to the writing
Effective/skillful business writer
How?
You-attitude
Two techniques
收信人的态度
We-attitude
interest concerns
We allow 2 percent discountfor cash payment
I want to send my congratulations...
You earn 2 percent discountwhen you pay cash.
Congratulations to you on
your…
business13
Occasions Declining an order or making complaints
Do not use blunt words or sentences
Tactful way toblame your
readers
Negative-news messages
Blaming the readers
When I smell your food I feel like vomiting.Your service is also poor.
Likely to offend them
14
Examples
Tactful
If I understand yourletter correctly …
As mentioned in myMay 15 letter to you …
Blunt
Your letter is notclear at all. I can’tunderstand it.
Apparently you haveforgotten what I wroteyou two weeks ago …
15
16
Conciseness
What makes this text concise?
It is short.
What do you mean by short?
It doesn't have too many words.
How do you know it doesn't have too many words?
Because it is concise.
Long as necessary
Two criteria
covering all the ideas of keyimportance you have identified
Short as possible
staying as close as you canto the minimum
formula
CO=LS
17
Unnecessaryparagraphsentence
Unnecessary Unnecessaryword
Conciseness
Raise the “cuts”
To write in the fewest possible words withoutsacrificing clarity.
18
Examples
At this point in time, we are sending you a
form for you to fill and mail back to us so that wemay know exactly which products you would likeus to ship to you. Please fill the form and return itto us for your order to be processed.
We are sending you a form for you to fill andmail back to us for your order to be processed.
Please fill and return the enclosed formfor your order to be processed.
19
wordy
concise
considerate
20
Exercise: Concise WritingWordy
We have receivedyour application andwe have passed it onto our HR departmentpeople who will look atit and contact you afterthey have made adecision.
HR: Human resource
Concise
We have receivedyour application.Our HR departmentwill contact you assoon as a decisionhas been made.
you will be fruitfuland therefore look
Exercise: Concise Writing
We think that We look forward tocollaborating with
collaborating with you
fruitful
forward to gettingstarted.
We look forward to a collaboration.
21
Exercise: Concise Writing
We have beenoperating in this fieldfor many years andour experience hasallowed us to come up
with this new produc tidea.
The new product idea is the result of what?
22
This new product ideais the result of manyyears of experience inthis field.
in conciseway
appropriatevocabulary
accuratesentencestructure
23
Summary
effectivebusiness
writing
clear writing
correct writing
organized
consideration
Exercises---Revise SentencesX Unfortunately, your order cannot be sent until next
week. Your order can only be sent next week.
X Your negligence in this matter caused the damage to the equipment. If you had taken proper care of the equipment,it would
have been in a good condition.
X Smoking is not permitted anywhere except in the lobby. Smoking is allowed only in the lobby.
Exercises ---Revise SentencesX We regret to inform you that we must deny your request
for credit. For the time being,we can serve you only on a cash basis.
X We will be pleased to deliver your order by the 16th. Your order will be deliver by the 16th.
X We have worked for 20 years to develop the best model car for our customers.
Our customers will find the best model car which we have spent 20 years to build.
Exercises ---Revise SentencesX We have received your letter of May 16. Thank you for your letter of may 16.
X We have been quite tolerant of your past-due account and must now demand payment.
If you are to continue to enjoy the benefits of credit buying,you must clear your account now.
X We can sell at discount prices,but we cannot permit returns of merchandise.
Though returns of merchandise are unpermissable, you can get discount prices.
Dear Sir:
We are in receipt of your telephone call to my
secretary yesterday complying with your request
about a possible speaking engagement at your
Forthcoming training day.
If it within your power to tell us more details
would be grateful, so that I can see any of our
consultant can fit it into their schedule as per
your request.
Awaiting the favour of your early response.
Exercises---Revise Letter
Dear Sir:
Thank you for your telephone call to my
secretary about a possible speaking
engagement at your forthcoming training day.
I am interested,but would be grateful if you
Would let their have more details so that I
can see any of our consultant can fit it
into their schedule.
I look forward to hearing from you .
Exercises---Revise Letter
Writing Principles of business Letters
Five-steps
1) Preparing
Objective, Reader, Scope
2) Formatting
Layout of the document
3) Organizing
Gathering information, sorting details, and
making outlines.
•What are the five steps in writing?
Writing Principles of business LettersFive-steps
4) Drafting
Start where you feel the most comfortable.
Don’t worry about possible mistakes
Focus on the ideas you want to present.
5) Revising
Check on the overall tone and format.
Ask for advice from colleagues.
sentences paragraphs
Content Form
efficient & appropriate
well-dressed
Business Lettersfirst impression
1. Whether the letter will be actually read
2. Reader’s reaction to the contents of the letter
2
3
Business Letters
Letterform
Style
Envelope
Essential parts
Optional parts
Design and physicalpresentation
Layout
Structure placement
Structures
Heading
Personalletter
Inside address Reader’s address and name
essential parts of a business letter4
letterhead date line
writer’s full address & date
Salutation 称呼语Body
Complimentary close 结尾套语
Signature
name&herepostal
number number
5
Letterhead 信头
web site e-mailaddress
logoTitle inhere
of firm
Title inherefax
addressTitle in
codes
Example
Title intelephonehere
Eastern Textiles Imp. & Exp. Co., Ltd.
12389 Changchun Road, Dalian, China
Tel:XXXXXX Fax: XXXXXX
http://will. nease. net
Email: bcxbcx@411cn. com
trademarkbrief slogan
1st page 2nd page …
Eastern Textiles Imp. & Exp. Co., Ltd. -2-
September 8, 2008
-Page 2-
Eastern Textiles Imp. & Exp. Co., Ltd., September 8, 2008
Eastern Textiles Imp. & Exp. Co., Ltd., -2- September 8, 2008
6
Date Line
BritishEnglish
China
Day
Month Year
Be careful with the date!
AmericanEnglish
08 09 2008the eighth of September
the ninth of August8 September 2008
September 8 2008
th, rd, nd or st
2008-09-08
1.Month should be written in letters
2.Month should be written in full
7
September 27, 2010
leftmargin
lines
Placement
Letterhead
two/three
China Fine Furniture Import & Export Corp.82 Dong’anmen StreetDongcheng Dist., 100009Beijing, China
8
single-spaced
Inside Address
Recipient’s address
the person or the companywho is going to receive the
letter
Windowedenvelope
9
the delivery address onthe envelope
封内地址
Salutationgreeting to your recipient
After
Dear
Dear
associates colleagues10
Sir/(or) Madam
you (xxx)
on first name terms
Dear Mr. / Miss.,
Mr./Mrs./Ms. XXX
know sb. well enough to callthem by their first name…
SalutationAfter America
Dear you/XXX
U.S. Style
,
Re:
:
regarding
with reference to
The salutations can be omitted
11
Salutation
Dear
After
Mr. / MissXXX
Mrs.XXX
safe
Ms.XXX
signature
Dear Miss
Dear Mrs.
How the writer signs herself.
Susan Mayer
Mrs. Susan Mayer
12
Salutation
Title Doctor/Professor Brown Dear Doctor/Professor Brown,
Abbr. Dr./Prof. Dear Dr. / Prof. Brown ,
Manager Dear Manager Brown,
job description
13
Dear Sirs, Dear Madams,
Salutation
More than one person
and they are of thesame gender
14
15
Other Circumstances
“Dear Sir,” or “Dear Madam,”
You are upset with that person
You are really angry with that person. Yourrelationship are going to come to an end.
“Sir,” or “Madam,”
Dear Sir or Madam,
Dear Sir/Madam,
When you don’t know the name andgender of the person you are writing to.
Dear Mrs. Brown,Dear Miss Brown,
When you know the name and you aresure about their signature
Dear Dr. Brown,Dear Prof. Brown,
When the person has a title: doctor,professor or president.
Dear Sir, (or Sir,)Dear Madam, (or Madam,)
When you want to appear cold (or verycold) to the person you are writing to.
Dear Sirs,Dear Madams,
(rare) when writing to more than oneperson of the same gender.
Dear Bob,Dear Mary,
When you are on first name terms withthe person you are writing.
To whom it may concern:敬启者
When you do not know exactly who isgoing to read your letter
16
Summary
Case One
Choose a salutationExercise
Dear Sir/Madam,
You are writing to a travelagent, with whom you havenot dealt before, to inquireabout vocation destinations
for your holidays…
17
ExerciseCase Two
DearDoctor,
Dear Dr.Brown,
You need a medicalcertificate from your doctor
and you write to him…
18
19
Exercise
Dear Mrs. Kurt,
Case Three
You have received aninquiry from a Mrs. HelenKurt and are answering
her letter…
ExerciseCase Four
DearBrenda,Dear Brenda
Brown,Dear Ms.
Brown
Your are writing to BrendaBrown, a new customer youhave been dealing with forthe last couple of weeks…
20
21
Exercise
Dear Sirs,
Case Five
Two lawyers, Mr. Johnsonand Mr. Scott are
representing you in acase. You are writing aletter to both of them…
Dear Peter,
Peter Jackson, a colleague youhave known for many years
and once took a vacation with,wrote to tell you he is coming
to visit you. You areanswering his letter…
22
ExerciseCase Six
Dear Mr.Jackson,
23
ExerciseCase Seven
A woman client has written to youmany times asking for discounts thatyou have repeatedly refused. Youare writing to tell her that you are
very tired of her insistence…
Dear Madam,Madam,
24
ExerciseCase Eight
You are an insurance salesperson and want to offerinsurance policies to as
many people as possible atthe company you are
writing to…
To whom it may concern:
ExerciseCase Nine
A customer has written a very angryletter declaring that he will no
longer deal with you. You write tothis person to remind him that he
still has to pay his bill…
25
DearSir,
Sir,
single- An introduction or an acknowledgement of thespaced previous correspondence if any
double-spaced
The Body3 Paragraphs
1
2Give/inquire about information
3Express a hope or refers to further actioneither by the writer or reader
26
Complimentary CloseHow to open a letter
Salutationthe style shallmatch that of
salutation
How to close a letter
formal
Yours faithfully,
Faithfully yours,
Yours very truly,
semiformalSincerely yours,
Yours sincerely,
Cordially yours,
informalSincerely,
Cordially,
Regards,
Love,27
America
Closegreetings
28
Complimentary close
Best wishes
Yours faithfully
Yours sincerely
Salutations
Dear Sir or Madam
Dear Mrs. Wilson
Dear David
Dear Sir
Dear Ms. Hemsuchi
Your complimentary close should be carefully chosen toagree with the salutation in tone and manner.
name
29
BlockhereTitle in
symbol
Title
Title inheretyped
handwritten
jobdescription
here
SignatureYou know who
signs it.
Yours sincerely,
Pepper Stebbins
Pepper StebbinsMarketing Manager
2 lines
3 lines
Placement……………………
2/3 lines
30
Optional Parts
1
2
4
5
six
The Attention
3
Line指明收件人
The SubjectLine/Heading
主题行
6
Enc(l).: X
CC:/Cc:/cc:
The PostScriptum
附言P.S.:
YW:wy YW/wyThe Reference
Initials作者、打字员姓名缩写
Notation抄送
Encls: X
Enclosure(s) (X)The Enclosure
Notation 附件Encl.: a / s as stated
XC: PC:The Copy
Carbon copy Xerox copy
31
April 5, 2002
The Attention Line
The Subject Line
The Post Scriptum
The Reference Initials
The Enclosure Notation
The Copy Notation
Twolines
Twolines
Twolines
Computer copy
Letter Styles
All its lines from the date linebegin at the left margin
1.Block Style 2.Modified BlockStyle
Punctuation Style
修正齐头式齐头式
简化式3.Simplified Style
most commonAll its parts begin at the left
margin exceptthe dateline, complimentary
close and signature
Abides by the same rulesas block style
32
Title in herepreferences here
Title intraditions
33
Block Style
LETTERHEAD ( 信头 )
DatelineInside Address
SalutationSubject Line
Body of letter
Complimentary close
Signature
*Lettercommunicationwith customers
☺Advantages☺1. Easy and convenient
2. A brisk, business-like appearance
disadvantages
1. Lack of balance
2. It is not appropriatewhen you write to thereaders include olderpersons .
Indented forms
centered
Modified Block Style
LETTERHEAD ( 信头 )
DatelineInside Address
SalutationSubject Line
Body of letter
Complimentary close
Signature
P.S.Encl.CC
34
☺Advantages☺1. Warm and easilyacceptable by olderbusiness readers
disadvantagesMore difficult thanblock styles
2. Looks more balancedin appearance
* Persuasive letterssuch as sales andproposals letters centered
Simplified Style
LETTERHEAD ( 信头 )
Dateline
Inside Address
SUBJECT LINE
in all capitals
in all capitals
SIGNATURE
35
five lines
three linespaces
Body of letter
Emphasize contentsover complimentaryaspects of the letter
Save writer’s time
2. OpenPunctuation
Punctuation Styles
Dear Mr.Emerson:
1. MixedPunctuation
Salutationclose
Yourssincerely,
Salutation Complimentaryclose
Dear Mr.Emerson
Yourssincerely
严式标点
Complimentary
宽式标点
36
formal
37
The Layout of the Envelope
2
Indented form
1
Block form
Standard-sized
P & G Company24 Madison Avenue
Models1. The Blocked Form 齐头式
China National Machinery Import & Export Corp. Stamp36, Jianshan RoadBeijing, 100008People’s Republic of China
Columbus, OH 43004U.S.A
2. The Indented Form 缩进式China National Machinery Import & Export Corp.36, Jianshan RoadBeijing, 100008People’s Republic of China
P & G Company24 Madison Avenue
Columbus, OH 43004U.S.A
38
Stamp
Return Addressdelivery Address
BE Writing
Thank you!